April went to get some routine car maintenance done at the local service center. When they finished the oil change, she paid for the service, got her keys, went to her car, and opened the door. As she was about to enter the car, she stopped. Somebody had obviously vacuumed the floor mats.
Bonnie went to the hospital to visit her uncle. She went to the 4th floor and stopped by the nurse’s station to ask which room was her uncle’s. The unit secretary said “his room is the second door on the right. We really enjoy caring for your uncle. He’s a sweet man.”
Chuck brought his smart phone into the store because he was having difficulty understanding how to get some of the photo features to work. After hearing Chuck’s description of his needs, the employee asked to take a look at the smart phone and said “Wow! I love the case you have on the phone!”
April, Bonnie, and Chuck all were provided a service or information. In other words, an employee competently performed a task for the customer. But each encounter was a little special.
April had that “Unexpected Positive Event” – what we refer to as the definition of a “WOW Experience.” Bonnie wasn’t just given directions; she was provided with a feeling that her uncle was not only being cared for clinically as a patient, but her uncle was also cared about as a person. Chuck wasn’t just a customer with a question to be answered; something about him – unrelated to the task at hand – made the employee go “Wow!” And that compliment made Chuck feel special.
In delivering truly great customer service, go beyond the task. Answering a question or addressing a need – showing that accuracy and competence – is a basic expectation; it’s important, but it’s the minimum the customer expects. If you want the customer to feel valued or appreciated, say or do that little something extra.
Caring goes beyond competence.